Convert
How to build an ROI calculator buyers actually trust
Buyers distrust ROI calculators that spit out marketing maxima. Trust comes from familiar inputs, conservative defaults, and a number finance will not laugh at.
Oct 2, 2026
Blog
Essays for founders and GTM teams.
Long-form writing on signals, conversion, GTM, and the systems behind sustainable growth.
Grow
When should B2B SaaS ask customers for referrals?
Most B2B referral asks come on a schedule or after a survey score. The right moment is the week a customer can name the result they got.
Oct 2, 2026
Grow
How to turn support tickets into expansion plays
Support tickets are not only a cost center. Themes in the queue show unused capacity, adjacent jobs, and churn risk. Tag them, then run a human expansion play.
Oct 2, 2026
Grow
What is message-market fit for early SaaS?
Product-market fit gets the airtime. Message-market fit is whether a stranger can repeat your who/why/how and still want the call. Features without that line burn cash.
Oct 2, 2026
Signals
How do you use webinar Q&A as a buying signal?
The question an attendee types says more than the fact that they showed up. How to sort webinar questions by buying stage and follow up like a person.
Oct 2, 2026
Signals
Closed choices beat open chat for GTM triage
Account, play, and signal triage need a short list of allowed next actions. Freeform chat feels smart. Closed choices book better Mondays.
Oct 2, 2026
Convert
AI writing tells kill B2B reply rates
Labs kill em dashes and new AI writing tells appear. Specific signal-matched language beats polished generic AI prose in B2B outbound.
Oct 2, 2026
Convert
B2B still skips try-before-you-buy proof
Consumer try-on is the Convert lesson B2B keeps skipping. Buyers need a proof asset they can experience before they give you calendar time.
Oct 2, 2026
Convert
Chat that builds the page still needs an offer
AI that edits the storefront accelerates shipping. It does not invent who, why, or how. If the offer fails the grunt test, faster pages just fail faster.
Oct 2, 2026
Signals
Closed-won lookalikes beat another agent demo
Multi-agent GTM without closed-won patterns and a live champion map is software theater. Lookalikes of what already closed still beat another demo.
Oct 2, 2026
Convert
What is a mutual action plan in B2B sales?
A mutual action plan is the buyer's project plan written backward from the date they need results. If the buyer will not co-own it, you do not have a deal. You have a hope with a close date.
Oct 1, 2026
Grow
How to write a changelog that sells upgrades
A commit list is not a changelog that sells. Each ship needs an outcome for a seat, the pain it removes, and a clear path to more seats or a higher plan.
Oct 1, 2026
Want the system behind these essays?
Signals, Convert, Grow. Free course, no payment.